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Axel Springer Cooperation and Partnership as Driving Forces behind Innovation and Success in Digital Business in Germany German-Japanese Business Seminar: "Innovation Partnership in Digital Economy – Growth Opportunities in Düsseldorf and North Rhine-Westphalia” Tokyo, 13.9.2017 © Prof. Dr. Holger Ernst Chair of Technology and Innovation Management WHU – Otto Beisheim School of Management Burgplatz 2, 56179 Vallendar (Germany) Tel.: +49 261 6509-246 Fax: +49 261 6509-249 mailto: [email protected] URL: www.whu.edu/tim Agenda § Digitization as a Disruptive Technology § Open Innovation Strategies in Disruptive Environments § How to Re-Invent the Firm in the Light of Digitization – The Case of Axel Springer § Summary © Prof.. Dr. Holger Ernst 2016 Page 2 Disruption in established Industries caused by Digitization OLD World NEW World © Prof.. Dr. Holger Ernst 2016 Page 3 Disruption in established Industries caused by Digitization OLD World NEW World © Prof.. Dr. Holger Ernst 2016 Page 4 The Automotive Industry – Ripe for the Next Digital Disruption! OLD World NEW World © Prof.. Dr. Holger Ernst 2016 Page 5 The Internet of Things (Industry 4.0) – The Caes of GE Page 6 © Prof.. Dr. Holger Ernst 2016 Source: Financial Times, 13.01.16 GE‘s New Digital Strategy ”If you woke up as an industrial company today, you will wake up as a software and analytics company tomorrow.” (Jeff Immelt, CEO GE). „A radical overhaul designed to transform the 123- year-old group into a digital industrial company. At its core is a drive to use advances in sensors, communications and data analytics to improve performance both for itself and its customers.“ (FT, 13.1.2016) © Prof.. Dr. Holger Ernst 2016 Page 7 Digitization Strategies of the German Mittelstand (Industry 4.0) Digitization Strategies of the German Mittelstand (Industry 4.0) Digital farming: „We are seeing many opportunities in electronics and software that weren‘t available five years ago“ (L. Kriszun, CEO) • 300 software engineers (most important employees out of 11.000) • € 2m investment into satellite network to monitor and optimize farming • Apps. for farmers to operate harvesting machines Source: Financial Times, 24.10.16 © Prof.. Dr. Holger Ernst 2016 Page 8 Agenda § Digitization as a Disruptive Technology § Open Innovation Strategies in Disruptive Environments § How to Re-Invent the Firm in the Light of Digitization – The Case of Axel Springer § Summary © Prof.. Dr. Holger Ernst 2016 Page 9 The Open Innovation Model The Open Innovation Model Source: Chesbrough, H. W. (2003) © Prof.. Dr. Holger Ernst 2016 Page 10 Example of Open Innovation: Connect&Develop at P&G Objectives • Leverage external connections to produce highly profitable innovations • P&G CEO A. Lafley: 50% of all inno- vations should be acquired externally Benefits • 35% of new products in the market have elements from outside P&G • 45% of all initiatives in NPD have key elements that were discovered externally • R&D productivity increased by 60% • Innovation success rate more than doubled „Most companies are still clinging to a bricks-and- mortar R&D infrastructure and the idea that their • R&D investment went down from 4.8% in 2000 to 3.4% in 2006 innovation must principally reside within their own four walls.“ • Compared to 2000, share price Nabil Sakkab, VP R&D at P&G, 2002 doubled Source: Sakkab (2002), Huston and Sakkab (2006), Drake et al. (2006). © Prof.. Dr. Holger Ernst 2016 Page 11 Some Key Advantages of Open Innovation § Access to new knowledge § Exploitation of synergies § Better access to markets § Reduction of development times § Reduction of development cost § Minimization of risks § Improved competitive position § Increased flexibility § Access to entrepreneurial talent § … © Prof.. Dr. Holger Ernst 2016 Page 12 Open Innovation Alliance between BMW, Intel and Mobileye § Meanwhile, BMW is aiming to produce fully self-driving cars – called iNext – by 2021 after entering a partnership with US computer chip group Intel and Israeli sensor maker Mobileye. § BMW declared it wanted to become the “number one in autonomous driving”, hence publicly confirming its ambition to dominate a technology that many believe will revolutionize the motor industry. § The collaboration comes as carmakers struggle with the complexity of engineering vehicles that can drive themselves. § BMW and its partners did not disclose the scale of their technology investment, although Intel said it was spending “several hundred million dollars” on the venture – indicating a budget approaching $1bn if the three companies share the costs. § Under the terms of their partnership, the companies remain free to pursue similar ventures with rival firms. Mobileye is already working with General Motors, Volkswagen and Nissan on mapping technology, while its sensors are also used by Tesla. Source: Campbell, P. (2016). BMW sets 2021 goal for driverless cars. Financial Times, July 1st, 2016. ©Handelsblatt Prof.. Dr. Holger (June Ernst 30th, 2016 2016). BMW holt sich Verstärkung für selbstfahrende Autos. Page 13 Open Innovation by Aquisition: Corporate Venturing BMW i VENTURES © Prof.. Dr. Holger Ernst 2016 Page 14 Toyota pours cash into tech start-ups to keep pace with innovation § Through a $310m fund, Toyota invests in 15 technology start-ups to keep pace with innovation in autonomous driving and incursions by tech rivals such as Google. § Mr Toyoda launched the fund in late 2015 with Shuhei Abe (CEO of Tokoy-based hedge fund Sparx) and Sumitomo Mitsui Banking Corp. § The fund comprises 19 investors and focuses on investments in tech companies ranging from car sharing, Artificial Intelligence, flat-panel satellite antennas to home robots and hydrogen-related technologies. § “The first priority for our investment is to find a company that has a technological edge. The key word is the new services that will emerge when everything becomes connected in the age of ʻinternet of thingsʼ” (Takaki Demichi, Sparx Asset Management) § Additionally, investing in the fund is part of an effort by Mr Toyoda to speed up decision-making at the company. § The fund has an investment span of up to 10 years with a target internal rate of return of 15 per cent. Source: Inagaki, K., Financial Times (January 17, 2017). © Prof.. Dr. Holger Ernst 2016 Page 15 The Importance of Eco-Systems: NRW as a Leading Hub for Digital Technologies © Prof.. Dr. Holger Ernst 2016 Page 16 Agenda § Digitization as a Disruptive Technology § Open Innovation Strategies in Disruptive Environments § How to Re-Invent the Firm in the Light of Digitization – The Case of Axel Springer § Summary © Prof.. Dr. Holger Ernst 2016 Page 17 How to Re-Invent the Firm in the Light of Digitization - The Case of Axel Springer © Prof.. Dr. Holger Ernst 2016 Page 18 Some Facts about Axel Springer SE Axel Springer SE is the leading digital publisher in Europe. The digital media channels already contribute nearly three quarters of total pro- forma revenues today. Founded in Hamburg in 1946 (by Axel Springer) Market leader in the German media business, but also active in more than 40 countries 3 business segments: informative and entertaining journalism, marketing and classifieds Key facts (2016): Employees 15.323 Total revenues € 3.290 million Operating profit (EBITDA) € 595 million Headquarters Berlin Listed on stock exchange Since 1985, since 2010 listed in the MDAX © Prof.. Dr. Holger Ernst 2016 Page 19 Some Images from Axel Springer SE © Prof.. Dr. Holger Ernst 2016 Page 20 Axel Springer 15 years ago „Europe‘s largest media house – “Springer is falling short, „... [the] chaotic a midget in the internet. when it comes to electronic Web-- Playground of At least they got a media!“ Axel-- Springer...“ strategy now.“ May 1999 May 2000 October 2000 5 © Prof.. Dr. Holger Ernst 2016 Source: Dr. Julian Deutz, CFO, Axel Springer Page 21 Axel Springer - New Strategy "We want to be the winner of digitization in the European media business." Mathias Döpfner, CEO Axel Springer SE since 2002 © Prof.. Dr. Holger Ernst 2016 Source: Dr. Julian Deutz, CFO, Axel Springer Page 22 "I will definitely not become tired to demand the participation on all existing electronic media platforms and even more on all new information systems still to come." Axel Springer, October 1978 © Prof.. Dr. Holger Ernst 2016 Source: Dr. Julian Deutz, CFO, Axel Springer Page 23 Key Eements of the New Strategy: Transforming the Classic Revenue Streams of a Publisher 3 Zi mm er mi t Haus im Grünen, Moderne Al tbau-- Wohnung Mi tbew ohner Moderne Al tbau-- Wohnung Fi nesse, niedr ige von pr ivat ! Keine wohnung, 75 m² , gesucht ! 2 gesucht ! I ch, 43,wohnung, 75 m² , gesucht ! 2 Ener giekost en Cour t age! 030 Best e Lage! Zi., Kü, Bad. Ab w, suche Mit be-- Best e Lage! Zi., Kü,ca 83mBad. ² WfAb . ldank , 3 Solar Zi mm anlage, er mi t 2591 098765 1234567 ChifModerne f r e Al0815 tbau-­ im sof Haushalt or t ! hilf t . wohner , m, der mirChif f r e 098765650€ Miet e + NK Fi nesse, niedr ige Mi tbew ohner wohnung, 75 m² , Haus im Grünen, Mi tbew ohner 3 Fi Zi nesse mm ,er niedr mi t igeoder0815 m iet ähnlichesof or t ! Kauf r at en, Bezug Ener giekost en gesucht ! I ch, 43,Best e Lage! von pr ivat ! Keine gesucht ! 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